Catering To A Latin Point Of View

June 14, 1987|By Agnes Torres of The Sentinel Staff

When conversation turns to the major networks in the United States, ABC, CBS and NBC are the names bandied. And while Fox Broadcasting's ongoing struggle to attain network status may also be cited, mention of Univision is likely to draw puzzled looks.

But via its 409 satellite-interconnected affiliates across the nation, the 25-year-old, Los Angeles-based Spanish-language network reaches more than 4 million Spanish-speaking households. Its total coverage is more than 34 million households.

Univision is available in Central Florida over six cable systems as a part of their basic programming packages.

With 24-hour programming produced in the States and throughout the Spanish-speaking world, Univision is an informative and entertaining cultural link for the nation's fastest growing minority group. Its programming includes two national newscasts, current affairs programs, live sporting events, movies, soap operas, and children's, comedy and variety shows.

Formed in San Antonio, Texas, in 1961, the network was originally known as the Spanish International Network. In January, the name officially became Univision-Spanish International Network.

The name change is intended to ''give a new image to the network,'' said Univision executive vice president of programming Rosita Peru in an interview from her Los Angeles office. ''We've entered a new stage in our growth. We are now more united geographically and in our vision.''

Prior to January, operations were based in San Antonio, production in Miami and sales in New York. With the exception of sales, all are now based in Los Angeles.

The network counts among its national and regional advertisers the Ford Motor Co., the Coca-Cola Co., the McDonald's Corp. and Barnett Banks.

''We consider ourselves the fourth network in the United States,'' Peru said. Since it is also the only Spanish-speaking network, she added, the English-language networks are viewed as the competition.

But, while Univision is an institution with Hispanic Americans, the network continues to suffer growing pains.

Mundo Latino (Latin World), a Today Show-like morning program that premiered in January 1986 from Miami, most recently felt the crunch.

The program introduced daily, live satellite feeds from Los Angeles and Mexico City this past April, extending its running time from 1 1/2 to 4 hours. The ambitious undertaking, however, presented too much of a financial strain for the network, Peru said. Beginning July 6, Mundo Latino will return to its original 9:30-11 a.m. time slot and will include only the segment originating in Mexico City.

Estamos Unidos (We Are United), a celebrity interview program from Miami, will be canceled, effective July 6.

''We've tried as much as possible to produce programs here in the United States, but it's very costly,'' Peru said, adding that it is more cost- effective to purchase the products of Latin American television stations.

Miami will remain the base for the popular game show Sabado Gigante (Giant Saturday) and for a team of journalists specializing in in-depth series for the network's news department. Subjects of special reports have included the Roman Catholic Church, AIDS and the new immigration laws.

The news department launched the nation's first Spanish-language nightly newscast in 1981. It produces 6:30 p.m. daily and 10:30 p.m. weeknight newscasts (rescheduled for 10 p.m. effective July 6). Out of Washington, D.C., it produces a 10:30 a.m. Sunday news and public affairs forum, Temas Y Debates (Issues and Debates) and a monthly evening newsmagazine, America. Sports programming, including extensive coverage of boxing and soccer, is also overseen by the news department.

''We cover national and international news, with an emphasis on Latin America,'' said executive vice president of news and former chairman of United Press International Luis Nogales. For instance, Nogales explained, the Gary Hart-Donna Rice scandal was covered, but not with the fervor given it by the English-speaking news media. Conversely, the pope's visit to Chile and the recent attempted coup by members of the Argentine military were more extensively covered by the Univision news team than on the big three networks. ''Our goal is to keep Hispanics in the United States very well informed so that they can exert their rights as citizens and make educated political and economic decisions,'' Nogales said.

To that end, Univision's news department has launched educational campaigns and commissioned research studies on different facets of Hispanic American life. Destino 80 (Destiny '80), a year-long campaign of public service announcements, special programs and coverage of political events, encouraged Hispanics to participate in the census and in the national election. Destino 84 concentrated on voter registration in that year's national election.

Helping shape the destino of the Hispanic population of the United States is Univision's aim, said programming executive Peru. The network, which has an especially devoted following among older Hispanics who do not speak English, is now also concentrating on the younger generation. ''We will focus more on a young audience, the future of Spanish-language television,'' Peru said. ''We will offer them programs that will make them proud to be Hispanics.''